In the past we’ve written about how to start your own radio show and compared podcasting and broadcasting. In this mini-guide, we’ll dive into one of the most important topics for for anyone who produces content in any format online – getting found and growing an audience.
Although in the beginning stages you may be more concerned with more pressing issues like finding and learning how to use the right sound equipment, you must begin marketing your brand far in advance of your first episode release.
The Prerequisites for Stellar Promotion
Before delving into the specifics, it’s important highlight an important point that you must consider before implementing any tactics.
The cornerstone of any effective promotion or marketing activity is having great product. With regards to broadcasting, this translates into you releasing content that is appealing to listeners. Quality is a key ingredient in growth. Put differently, your content must be either superior (better), different (in terms of presentation, issues covered, or format) or unique (be on a topic not covered well by others).
Promotion Activity #1: List your show or podcast in top directories – iTunes, the largest of the podcast directories, and others such as Microguide – http://www.miroguide.com/, Blubrry – http://www.blubrry.com/, Podcastpickle – http://podcastpickle.com/, Gigadial – http://gigadial.com/public/, iPodder – http://www.ipodder.org.
Promotion Activity #2: Upload your show/podcast into the major online and mobile “aggregation” services, such as Stitcher and TuneIn. Here’s a link to the instructions for working with Stitcher and TuneIn.
Taking advantage of these platforms will allow you to get access to mobile distribution and new marketing channels, such as the search results in these platforms’ mobile apps.
Promotion Activity #3: Start a blog. There are several arguments in favor of starting a blog alongside your show or podcast: greater discoverability of written content (search engines will find it easier to index and find your website) and its easy consumption (readers can process written text faster than listen to audio).
Written posts can be a great supplementary resource for your audience as well. To keep readers engaged in several format (i.e.text and audio), consider covering topics in a broad manner in one and going in-depth in the other. Having an active blog will also help you get listed in popular blog directories like Technorati and Alltop.com
Promotion Activity #4: Socialize and Build Relationships with Influencers in our space. A smart way to build awareness and get found in your space is to get others to mention you to their audiences. This step is an art and science in and of itself and warrants a separate blog post, but the basics steps are to start reading and commenting on others’ blogs and add to the conversation on Twitter, relevant social media pages, and online forums.
Promotion Activity #5: Regularly post about the content you release to relevant content aggregators like Reddit.com using catchy headlines. In comparison to the previous step, this one does not require much time or effort, but can bring regular spikes in relevant traffic if implemented effectively.
Promotion Activity #6: Write a press releases and be on the lookout for opportunities to get bloggers and journalists to write about you. Although this won’t bring in a consistent flow of visitors, uploading a few pieces about your launch is a good first-step to getting the word out and helping your website get indexed in the major search engines.
But don’t stop here and consider taking advantage of a service called Help a Reporter Out,
where journalists place “requests” for help while they write their pieces. This is a much under-utilized path to getting featured in articles in major publications where the author includes a “Top 10” or “Top 20” list of apps, Youtube channels, services, podcasts etc.
Promotion Activity #7: Become an authority on Quora and consider writing a few guest posts, especially if you are highly knowledgeable about your topic and your industry warrants such an approach.
We’ve covered seven strategies for marketing your show or podcast – some are easier to implement and some are will require you to exert a lot of effort before you start seeing tangible results. As a bonus, here are a few additional tips:
Optimize your website SEO – make it easy for your audience to find your website organically. There are plenty of rich resources for learning how to properly optimize your website, including the beginner’s guide to SEO and Google’s own guide for beginners.
Make it easy for your readers and listeners to share your content. Include well-placed social sharing buttons on your website, include tweetable quotes under your episodes and let your listeners to tweet without leaving your site using a neat service called Clicktotweet.
As you grow your audience, invite guest with large followings to your show or podcast. Chances are this will benefit both of your due to the increased exposure that this will bring.
The bottom line is that if you are serious about building a popular show, you must focus on marketing and distribution with consistency. The latter is a prerequisite for long-term success. Think through the strategies covered here and start implementing a few right away.